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Since February 2024, Strategic Communication alumnus Tom Samuelsson has served as Press Secretary to Sweden’s Prime Minister, Ulf Kristersson, with a focus on foreign and security policy. You often see him in the background on Swedish news. He is not the one speaking on camera, but he plays a key role in ensuring the message is communicated clearly and effectively.
One of Tom Samuelsson’s most memorable moments on the job was standing in Washington, D.C. as Sweden formally joined NATO, a historic occasion he describes as unbeatable. And more recently he also found himself at another significant global event, the funeral of Pope Francis in Vatican City, an experience he counts as deeply meaningful.
Tom was most likely picked for his current job because he was (and is) a maverick in the field of communication; a nonconformist unafraid to challenge the status quo and experiment with new ideas.
He studied at Lund University’s Strategic Communication Programme during a time that digital media was just starting to gain increased recognition in political campaigns across the world. Tom, who was “an early adopter”, wanted to delve deeper than the university curriculum at the time would offer. And so driven by his curiosity, he launched a blog to explore these changes in the digital landscape. What began as an academic side project quickly became a valuable opportunity, connecting him with politically engaged professionals who shared his passion for the evolving landscape of communication.
“I was very curious about social media and wrote about how I believed the arena of public opinion would change significantly due to new digital platforms”, he shares.
From Parliament to the Prime Minister’s Office
In 2018, at the age of 26, Tom got his first opportunity to work on a political campaign from the inside. That experience led to a position in the Swedish Parliament, where he worked until 2022. When the Moderate Party (Moderaterna) won the general election, he was first appointed Press Secretary to the Minister for Civil Defence, Carl-Oskar Bohlin. Shortly thereafter, he transitioned to working with (former) Foreign Minister Tobias Billström, who, notably, is also a Lund University alumnus.
Tom recalls how he and the team were faced with several major challenges during that time and mentions Sweden’s complex NATO accession process, multiple cases of hostage diplomacy, Russia’s full-scale invasion of Ukraine, the Israeli Palestinian conflict and the Quran burning diplomacy crisis as examples, and the fact that they often occurred simultaneously.
“It goes without saying that the workload was intense at times. But we were a good team. Many of us working for Foreign Minister Billström had studied in Lund, and one of my colleagues even met her current husband there. We all shared a positive outlook on life and had a similar sense of humour, which I think helped get us through.”
Communicating on behalf of an entire nation
Tom’s day-to-day involves monitoring international, diplomatic and security-related developments, and assisting the Prime Minister in translating government policy and foreign affairs into clear messages and responses. He views it as a privilege to tackle what he considers the most challenging communication tasks imaginable – communicating on behalf of an entire nation.
“I’ve always been interested in societal issues, especially in how democratic ideas travel from the grassroots to elected officials and back down again. I’ve wanted to understand how people’s ideas about societal development can be translated into real change. Free public discourse is the beating heart of every democracy, and how to do that effectively has always fascinated me. In that sense, my current job is a dream job. But I never imagined I’d be doing what I do today when I was a student in Lund.”
Started at the wrong university programme
Growing up, Tom started out thinking he wanted to be a lawyer, because, as he puts it “I was drawn to arguing.” But when it was time to apply for university studies he ended up (by mistake) studying Development Studies.
“To be honest, I had read the program webpage a bit carelessly when I applied, I thought it was about business development. That turned out not to be the case. In hindsight that wrong turn actually was a good one. During that year, I just studied the minimum requirements to pass the exams and instead spent my free time exploring the vast student life at Lund University.”
Communication skills will always be in demand
After a year on the wrong path, he applied for the Strategic Communications programme.
“I see communication, alongside the product itself, as a core function of any company or organisation, and I believe that skills in communication and product development will always be in demand”, he shares.
At Campus Helsingborg the lectures left a lasting impression, but also the conversations with classmates that added perspective and connection. He also took time to greet international students on Arrival Day, worked as foreman at the Sydskånska Student Union’s hip hop club and he worked full-time as a Studentlund Coordinator in 2014. He also did a “study abroad” semester in Singapore. All experiences that have been useful in his current role.
The hardest part of the press secretary job
It is no surprise that Tom pinpoints the hardest part of his job as the huge responsibility and high stakes that it holds. Every word must be weighed carefully, sometimes under intense time pressure. However, it is also this pressure that keeps him on his toes and makes the job so stimulating.
“The news cycle now runs 24/7, and nowadays, a national politician can be expected to comment on something that happened five minutes ago on the other side of the world”, he explains.
Diplomatic crises – called old professors for advice
One job situation that Tom remembers as particularly challenging was the wave of diplomatic crises that followed the Quran burnings in Sweden.
“In some of the most delicate moments, I remember calling my old professors at the Department of Strategic Communication for advice and to see if they knew of any research related to what we were experiencing. Lund University Professor James Pamment, for example, suggested I study how Denmark handled its crisis with the Muhammad cartoons in 2005, which was very helpful,” he remembers.
The key to stay relevant
Tom argues that now when artificial intelligence becomes more integrated into communication workflows, the need for precision in language only grows. Especially when prompting AI systems to deliver meaningful results. He views the rise of AI as an opportunity: a tool that lowers barriers and empowers more people to communicate effectively, whether through polished visuals, code, or compelling text. For communicators, the key to staying relevant is to actively explore these new tools.
“Communicators who don’t want to become obsolete must experiment with new AI tools. In general, I think the best way to face change is with curiosity and interest” he says.
The modern communicator is a multi-creator
He sees the modern communicator as a multi-creator, someone who combines traditional writing skills with technical and visual fluency. He argues that even learning basic coding can empower communicators to better understand and shape the digital tools and products they work with. Equally important, he believes, is the ability to complement written content with visual media.
“Many think of communication as just writing, but messages can be powerfully conveyed in many other formats as well. That’s what makes the job so fun.”
Midsummer plans in Skåne
As June brings Sweden together, first for the National Day on 6 June and then again for Midsummer, Tom is planning to take some well-deserved time in Skåne with old study buddies from Lund, whom he now calls some of his best friends. And he might take some photos, or work on some coding hobby projects. He says he is a restless person who finds personal development relaxing.
“For example, I recently made an impulse purchase of a used piano online, even though I don’t really have the space or time to learn to play it (but you shouldn’t let things like that stop you!).”
Tom’s restless drive for growth echoes the advice of Ryan Holiday, a well-known author on PR and philosophy, that inspires him. The message is: Don’t try to please everyone, just be authentic and consistent.
Whether it’s coding projects or an impulsive piano purchase, progress often begins with small, bold moves.
Follow Tom Samuelsson
LinkedIn – Tom Samuelsson
X – @TomSamuelsson
Instagram – Tom.Samuelsson
Blog – www.tomsamuelsson.se (in Swedish)
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